Marketing

3.0
1. The age of participation and
collaborative marketing
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Comparison of marketing 1.0, 2.0 and 3.0
Marketing 1.0
Product-centric
Marketing
Marketing 2.0
Consumer-oriented
Marketing
Marketing 3.0
Values-driven
Marketing
Objective Sell products
Satisfy and retain the
consumers
Make the world a better
place
Enabling forces Industrial Revolution Information technology New wave technology
How companies see
the market
Mass buyers with
physical needs
Smarter consumer with
mind and heart
Whole human with mind.
heart, and spirit
Key marketing
concept
Product development Differentiation Values
Company marketing
guidelines
Product specification
Corporate and product
positioning
Corporate mission,
vision, and values
Value propositions Functional Functional and
emotional
Functional, emotional,
and spiritual
Interaction with
consumers
One-to-many transaction
Functional and
emotional
Many-to-many
collaboration
3/44
2. Expressive Social Media
3. Collaborative Social Media
4. The age of globalization paradox
and cultural marketing
5. The age of creative society and
human spirit marketing
4/44
The Age of Participation
and collaborative
Marketing
The Age of Globalization
Paradox and cultural
Marketing
The Age of Creative
Society and Human Spirit
Marketing
Technology
Market
Political legal Socio culture
Economy
Marketing 3.0:
Collaborative, Cultural, and spiritual
5/44
Building Blocks Why?
What to Offer
Content
Collaborative Marketing
Content Cultural Marketing
How to offer
Spiritual Marketing
The Age of Participation
(the Stimulus)
The Age of Globalization
Paradox (the Problem)
The Age of Creativity (the
Solution)
Building Blocks of Marketing 3.0
6/44
Postwar
Soaring
Turbulent
Uncertain
One-to-One
Financially-Driven
1950s
1960s
1970s
1980s
1990s
2000s
The Evolution of marketing Concepts
7/44
Postwar
1950s
The Marketing Mix
Product Life Cycle
Brand Image
Market Segmentation
The Marketing Concept
The Marketing Audit
Soaring
1960s
The Four Ps
Marketing Myopia
Lifestyle Marketing
The Broadened
Concept of Marketing
Turbulent
1970s
Targeting
Positioning
Strategic Marketing
Service Marketing
Social Marketing
Societal Marketing
Macro-Marketing
Uncertain
1980s
Marketing Warfare
Global Marketing
Local Marketing
Mega-Marketing
Direct Marketing
Customer Relationship
Marketing
Internal Marketing
8/44
Uncertain
1980s
Marketing Warfare
Global Marketing
Local Marketing
Mega-Marketing
Direct Marketing
Customer Relationship
Marketing
Internal Marketing
One-to-One
1990s
Emotional Marketing
Experiential Marketing
Internet and E-Business
Marketing
Sponsorship Marketing
Marketing Ethics
Financially-Driven
2000s
ROI Marketing
Brand Equity Marketing
Customer Equity
Marketing
Social Responsibility
Marketing
Consumer Empowerment
Social Media Marketing
Tribalism
Authenticity Marketing
Cocreation Marketing
9/44
The Disciplines of
Marketing
Product
Management
Customer
Management
Brand
Management
Todays Marketing
Concept
The Four Ps
(product,price
,place,promotion)
STP
(segmentation,
targeting,and
positioning)
Brand building
Future Marketing
Concept
Cocreation
Communitization
Character building
The future of marketing :
Horizontal not vertical
10/44
1. Cocreation :
The new ways of creating product and experience
through collaboration by companies consumer,
suppliers, and channel partners interconnected in a
network of innovation.
2. Communitization :
The concept of communitization is closely relates
to the concept of tribalism in marketing.
Companies that want to embrace this new trend
should accommodate this need and help consumers
connect to one another in communities.
3. Character Building :

11/44
In Marketing 3.0 companies need to
address consumers as whole human
beings.
A physical body, a mind capable of
independent thought and analysis, a heart
that can feel emotion, and a spirit-your
soul of philosophical center.
SHIFT TO HUMAN SPIRIT : THE 3i MODEL
12/44
Brand integrity
Brand
Differentiation Positioning
3i
The 3i Model
13/44
Marketers need to identify the anxieties
and desires of the consumers to be able to
target their minds, hearts, and spirits.
The generic anxiety and desire of the
consumers is to make their society-and
the world at large-a better, perhaps even
an ideal place to live.
SHIFT TO VALUES-DRIVEN
MARKETING :
14/44
Deliver
SATISFACTION
Realize
ASPIRATION
Practice
COMPASSION
Profit Ability Return Ability Sustain Ability
Be BETTER DIFFERENTIATE
Make a
DIFFERENCE
M
I
S
S
I
O
N

(
W
h
y
)

V
I
S
I
O
N

(
W
h
a
t
)

V
A
L
U
E
S

(
H
o
w
)

Mind Heart Spirit

Values-Based Matrix (VBM) Model
15/44
1. By close examining the 3i model you will see the
new meaning of marketing in 3.0. Marketing in
its culmination will be a consonance of three
concepts: identity, and image. Marketing is
about clearly defining your unique identity and
strengthening it with authentic integrity to build a
strong image.
MARKETING 3.0 :
THE MEANING OF MARKETING AND THE
MARKETING OF MEANING
16/44
2. Marketing 3.0 is also about the marketing of
meaning embedded in the corporate mission,
vision, and values.
By defining marketing in this manner, we
wish to elevate the designing of the companys
strategic future.
Marketing should no longer be considered as
only selling and using tools to generate demand.
Marketing should now be considered as the
major hope of a company to restore consumer
trust.
17/44
1. Consumers are the new brand owners!
2. Good mission defined
Marketing the Mission to the
Consumers
18/44
Business as
Unusual
Story that Moves
People
Consumer
Empowerment
Creating Spreading Realizing
Three Characteristics of
a Good Mission
19/44
3. Summary : Promise of transformation,
compelling stories, and consumer
involvement
20/44
1. Permission-to-play values are the basic
standards of conduct that employees should
have when they join the company.
2. Aspirational values are values that a company
lacks but the management hopes to achieve.
3. Accidental values are acquired as a result of
common personality traits of employees.
4. Core values are the real corporate culture that
guides employees actions.
Marketing the Values to the
Employees
21/44
Cultural
Shared
Values
Common
Behavior
Shared Values and Common Behavior in
Marketing 3.0 Context
22/44
1. Attracting and Retaining Talent
2. Back-Office Productivity and Front-Office
Quality
3. Integrating and Empowering Differences

VALUES WILL DO YOU GOOD
23/44
1. The low obligation and easy income segment is
a group of employees who look for quick wins.
2. The flexible support segment is a group that
goes with the flow because they do not see a
job as a priority yet.
3. The risk and reward segment includes
employees who see jobs as opportunities to
challenge and excite themselves.

CHANGE THE LIVES OF EMPLOYEES :
Six segment of employees :
24/44
4. The individual expertise and team
success segment seeks jobs that offer
teamwork and collaboration.
5. The secure progress segment looks for a
promising career path.
6. The expressive legacy segment looks for
opportunities to create a lasting impact on
the company.
25/44
MARKETING THE VALUES TO THE
CHANNEL PARTNERS
26/44
1. Channel as Collaborator : Selecting the Fit
Purpose Identity
Purpose Identity
Channel
Partners
Company
Values
Values
Mirroring
27/44
2. Channel partners as cultural change
agent : Distributing the story
3. Channel as creative ally : Managing the
relationship
28/44
MARKETING THE VISION TO THE
SHAREHOLDERS
29/44
1. Short-Termism hurts the economy
2. Long-Term shareholder value = vision of
sustainability
3. Marketing visionary strategy
30/44
1. Need for future growth : Disney on
childrens nutrition
2. Call for strong differentiation : Wegmans
on healthy living
3. From Philanthropy to transformation
DELIVERING SOCIO-CULTURAL
TRANSFORMATION
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Philanthopy
Cause
Marketing
Socio-Culture
Transformation
C
r
e
a
t
i
v
i
t
y

S
p
e
c
t
r
u
m

Self-Actualization
Basic Needs
Vertical Company
Empowered
Horizontal
Consumer Empowered
Three stages of addressing social
issues in marketing
32/44
Identify Socio-
Cultural Challenges
Select Target
Constituents
Offer
Transformational
Solution
- Identify current and
predict future
challenges
- Challenges may
include wellness
(nutrition and health
care),education, or
social injustice
- For immediate
impact : select
constituents such as
the middle class,
woman, or the elderly
- For future impact :
select children and
youth
- Provide behavior-
changing solutions
moving up the
Maslow Pyramid
- Aim toward more
collaborative, cultural,
and creative
transformation
THREE STEPS TO
TRANSFORMATION
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1. Market Education : SBEs must educate the
underserved market continuously. not only on
product benefits but also on how to increase
their quality of life
2. Linkage with Local Communities and the
Informal Leaders : SBEs must also build
linkages with local communities and the
informal leaders such as doctors, teachers,
heads of villages, and religious leaders.
The Meaning of Social Business Enterprise
34/44
3. Partnership with the Government and
NGOs : SBEs must partner with the
government and NGOs. Linking the
corporate objectives with the governments
mission will help reduce the cost of market
education and the overall campaign.
35/44
MARKETING FOR POVERTY ALLEVIATION
The Marketing Model of an SBE
No
1 Segmentation Bottom of the Pyramid
2 Targeting High volume communities
3 Positioning Social business enterprise
4 Differentiation Social entrepreneurship
5 Marketing Mix
Product Products not Currently
Accessible for low-income
Customer
Price Affordable
Promotion Word-of-Mouth
Place Community Distribution
6 Selling Sales Force of Social
Entrepreneurs
7 Brand Iconic
8 Service No-Frills
9 Process Low-Cost
Elements of
Marketing
Social Business Enterprise
Business Model
36/44
Striving for Environmental
Sustainability
1.1 The Innovator: DuPont Case
1.2 The Investor: Wal-Mart Case
1.3 The Propagator: Timberland Case

1. The three actors in sustaining the
environment

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1. Natural resources dependence
2. Current exposure to regulation
3. Increasing potential for regulation
4. Competitive market for talent
5. Low market power in a highly competitive
market
6. Good environmental track records
7. High brand exposure
8. Big environmental impact
The collaboration of the innovator,
The investor, and the propagator
38/44
Motivations of Different Actors
Innovator Propagator Investor
Enable Promoter Amplifier
Natural resources
dependence
Current exposure to
regulation
Increasing potential
for regulation
Competitive market for
talent
Low market power in
highly competitive
market
Good environmental
track records
High brand exposure
Big environmental
impact
39/44
2. Targeting Communities for Green
Marketing
Collaboration of Different Actors
Niche Mass
Promotion
Producing
Innovator
Propagator Investor
Initiate the buzz of
green products by
targeting a niche market
of trendsetters
Create critical mass by
marketing green products
the new standard in the
mainstream market
Create specialty product
for a niche market
Create fully
commercialized product
for mass market
40/44
3. Summary: Green innovation for
sustainability
41/44
Credo 1: Love your Customers. Respect your
Competitors
Credo 2: Be sensitive to change, be ready to
transform
Credo 3: Guard your name, be clear about who
you are
Credo 4: Customers are diverse; go first to those who
can benefit most from you
Credo 5: Always offer a good package at a fair price

10 Credos of Marketing 3.0
42/44
Credo 6: Always make yourself available, spread the
good news
Credo 7: Get your customers, keep and grow them
Credo 8: Whatever your business it is a service
business
Credo 9: Always refine our business process in terms
of quality, cost, and delivery
Credo 10: Gather relevant information, but use wisdom
in making your final decision
43/44
The End.